How we assessed payer perceptions of a new therapy for Atopic Dermatitis in emerging markets
Our client was developing a product for use in treating a number of indications including Atopic Dermatitis (AD); and wanted to understand how best to position this product in order to optimise pricing and market access.
Our client was developing a product for use in treating a number of indications including Atopic Dermatitis (AD); and wanted to understand how best to position this product in order to optimise pricing and market access. Market research was required to understand payer perceptions of the AD market, and the pricing and reimbursement opportunities in emerging markets.
Payers and payer-advising KOLs were recruited from twelve emerging markets across Asia-Pacific, Middle-East and North Africa, and Latin America. Each respondent was provided with a disease characteristics fact sheet, a summary of current clinical practice, and an overview of current therapies in advance of the interviews. Stimuli materials were then provided for use during interviews.
To begin with, respondents were asked to outline their current perceptions of the AD market landscape, disease burden, and unmet needs. They were then asked to discuss their clinical perceptions of the product, reactions to trial data using the TPP, and the product’s positioning within the AD treatment paradigm. Finally, respondents were asked about the pricing and market access potential for the product; including implications of different pricing, access and volume scenarios and what solutions would result in improved pricing and market access outcomes.
By mapping the main areas within market access that are most important in emerging markets, we were able to recommend how our client should best position their product. In addition, by understanding payers needs, constraints and frustrations, we were able to develop the optimal cross-indication pricing and market access strategy in each market based on payers expectations and interpretations of the product value in AD patient populations
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